Industry grows in leaps and bounds
VISITORS to Fiji label us the ‘friendliest people in the world.’
From when they board our national carrier to make their way here to when they check in to depart our shores, they are inundated with big smiles and a hearty ‘Bula’ from everyone they meet.
As most visitors come from countries and regions, where talking to absolute strangers isn’t the norm, it seems like water off a duck’s beak as the first thing that pops into our heads is ‘Bula! Where are you from?’
Where does that stem from, that friendliness? That veilomani, that duavata?
Hard to say, really.
It could be cultural teachings or could be religious undertones.
Whatever the case, it has garnered Fiji a reputation second to none.
As World Kindness Day was celebrated earlier this week, it seems fitting that Fiji can hold its head up high when remembering all that is friendly and kind in the world.
World Kindness Day was introduced in 1998 by the World Kindness Movement, a coalition of nations’ kindness NGOs and is usually commemorated on November 13.
It is a day that is set aside to highlight good deeds in the community focusing on the positive power and the common thread of kindness for good which binds us.
Kindness is a fundamental part of the human condition which bridges the divides of race, religion, politics, gender and location.
Despite the strife and trouble around the world or even on our doorstep, Fiji continues to make sure that visitors and guests are made to feel extremely welcome
Us locals might be immune to the big Bula smiles by now but for visitors, it is a beacon of welcome and inclusion.
It lets them know that they will be safe, their families will be safe and even their property will be safe.
Because at the end of the day, that’s what we all yearn for – to be safe with the ones we love.
Our resurgent tourism industry has grown in leaps and bounds from the early days and has risen to become an undeniable force in Fiji’s revenue-earning potential, even after the forced pandemicinduced stoppage.
On the global stage, the nation’s tourism industry has slowly but surely cemented its position in the Pacific as a preferred holiday destination.
The ‘Fiji brand is firmly framed by its idyllic beaches, swaying palm trees and smiling, friendly people. It has become a force in itself and is buoyed by fellow famed foreign exchange earners like our natural mineral water, a strong national airline, coconut-based beauty products and talented rugby players.
Growth in the industry has become broader-based, increasing demand for local products where quality and naturebased goods get exposed to international markets and provide more employment opportunities with steady growth.
The trickle-down effect to the grassroots level expands even further with the growing interest in eco-tourism and focus on protecting and conserving natural environments through tourism exposure and the demand for experience-based travel.
Before the pandemic struck, the rapid growth in international visitor arrivals was anticipated to continue growing into record numbers.
We were aiming for the magical one million mark in visitor arrivals and came ever so close.
Judging by this year’s performance, it may be a few more years before we can challenge our old record once more.
This would have paved the way for more local and foreign investment opportunities and consequently more jobs and more taxes for services.
The industry is also the largest employer in the country with over 150,000 employed directly or indirectly in the sector, with more women and young people than other industries.
We have seen the number of workers decrease as all industries in Fiji battle with the skill migration but no one industry feels it as much as tourism.
We look forward to solving this issue with our stakeholders because, in a way, it’s a positive problem to have.
That means that our workforce is in high demand overseas and it definitely equals more remittances back into the economy.
And it means our national unemployment figures dip as previously unemployed persons get pulled into open spots.
Enjoy the beauty of our country and think about how much you know about her and how much of this beautiful country you have seen.
■ FANTASHA LOCKINGTON is the CEO of the Fiji Hotel and Tourism Association. The views expressed in this article are not necessarily the
views of this paper.